Heating up Spring Grilling with scroll-stopping social ads
How TikTok Ads helped transform inspiration into sales.
Challenge
In a crowded Spring Grilling season, OXO needed to stand out early on social like TikTok and reach shoppers beyond Walmart’s digital properties.
Campaign goals
Drive awareness
Increase units sold
Support grilling product sales
Solution
OXO joined Walmart’s Spring Grilling program, combining in-store, onsite and offsite media with TikTok ads to reach shoppers at key moments.
Strategy
Their strategy focused on showing up across touchpoints by combining in-store activations with onsite and offsite media and using TikTok in-feed video to help engage shoppers during key grilling moments.
Tactics
Social-first video creative
Video design showcased key grilling moments to help spark discovery and engagement in social environments where shoppers actively explore ideas.
Walmart first-party data
Audience targeting helped reach and connect with in-market grilling food buyers, kitchen tools and gadgets shoppers and recent outdoor grill purchasers.
TikTok’s native feed environment
Showing up in this native placement helped extend reach beyond Walmart’s site and app while keeping the omnichannel approach connected.
Big wins
TikTok campaign results
Impressions
eCPM
Total ROAS
Video views
Source: Walmart first-party data, April 1–July 6, 2025. Past results do not guarantee future performance.
Key takeaways
Include the right tactic
Adding TikTok Ads to your omnichannel campaign strategy during seasonal retail moments can help reach shoppers at scale.
Develop engaging ads
With social-first video creative, advertisers can engage shoppers at moments where discovery and inspiration help influence purchase decisions.
Reach the right audience
Using Walmart first-party data on TikTok Ads helps advertisers serve ads to relevant shoppers in a high-traffic social environment.
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